PERAN PERCEIVED VALUE DAN BRAND TRUST TERHADAP REPURCHASE INTENTION MELALUI BRAND PREFERENCE SEBAGAI VARIABEL INTERVENING PADA KONSUMEN MCDONALD’S DI KOTA SEMARANG
DOI:
https://doi.org/10.31004/joecy.v6i1.7678Keywords:
Perceived Value, Brand Trust, Repurchase Intention, Brand preferenceAbstract
Penelitian ini bertujuan untuk menganalisis peran perceived value dan brand trust terhadap repurchase intention dengan brand preference sebagai variabel intervening pada produk McDonald’s di kota semarang. Metode penelitian ini yang digunakan adalah kuantitatif eksplanatori dengan teknik purposive sampling. Data yang diperolah berasal dari kuesioner yang disebarkan melalui gform sebanyak 100 responden yang merupakan konsumen McDonald’s. Analisis data menggunakan regresi linear dan path analysis dengan pengujian mediasi menggunakan uji sobel. Pengujian menggunakan program IBM SPSS 25. Hasil penelitian menunjukkan bahwa perceived value berpengaruh positif dan signifikan terhadap brand preference, brand trust berpengaruh positif terhadap brand preference, brand preference berpengaruh positif signifikan terhadap repurchase intention, perceived value tidak berpengaruh positif terhadap repurchase intention, brand trust tidak berpengaruh positif terhadap repurchase intention, dan brand preference mampu memediasi pengaruh perceived value dan brand trust terhadap repurchase intention.
References
Adi Susilo, Saripudin, I., Yuniarti, R., & Masrifa, A. Y. A. (2023). An empirical study of factors affecting repurchase intention in online store in Indonesia during pandemi COVID-19. Formosa Journal of Sustainable Research, 2(1), 255–266. https://doi.org/10.55927/fjsr.v2i1.2503
Afinia, S., & Tjahjaningsih, E. (2024). Customer satisfaction’s influence on repurchase intention in Indonesia’s e-commerce sector. Jurnal Informatika Ekonomi Bisnis, 6, 634–639. https://doi.org/10.37034/infeb.v6i3.948
Afzal, H., Khan, M. A., Rehman, K. ur, Ali, I., & Wajahat, S. (2009). Consumers’ trust in the brand: Can it be built through brand reputation, brand competence and brand predictability? International Business Research, 3(1). https://doi.org/10.5539/ibr.v3n1p43
Alqueza, J. M., Bastasa, K. D. S., Resos, J. L., Sombilon, M. L. E. Y., Collamar, N. B., Maravilla, V. S., & Flores, J. G. (2022). Empirical-based model for repurchase intention among fast-food consumers in Cebu City, Philippines. Asian Journal of Research in Business and Management, 4(3), 100–110.
Alreck, P. L., & Settle, R. B. (1999). Strategies for building consumer brand preference. Journal of Product & Brand Management, 8(2), 130–144. https://doi.org/10.1108/10610429910266986
Amadea, A., & Herdinata, C. (2022). Pengaruh e-trust dan perceived value terhadap repurchase intention pada e-commerce Shopee. BIP’s Jurnal Bisnis Perspektif, 14(2), 123–132. https://doi.org/10.37477/bip.v14i2.354
Asgarnezhad Nouri, B., Nemati, V., & Abbasgholizadeh, N. (2019). The effect of perceived value on destination image, satisfaction and loyalty of medical tourists: A case study in Ardabil. Journal of Health, 10(1), 34–49. https://doi.org/10.29252/j.health.10.1.34
Baron, R. M., & Kenny, D. A. (1986). The moderator–mediator variable distinction in social psychological research: Conceptual, strategic, and statistical considerations. Journal of Personality and Social Psychology, 51(6), 1173–1182.
Biraglia, A., Fuchs, C., Maira, E., & Puntoni, S. (2023). When and why consumers react negatively to brand acquisitions: A values authenticity account. Journal of Marketing, 87(4), 601–617. https://doi.org/10.1177/00222429221137817
Boja, M. (2022). Brand effect on consumer preference (The case of olive oil in Albania). Yearbook of UNWE, 60(2), 165–176. https://doi.org/10.37075/yb.2022.2.14
Chalençon, L., Colovic, A., Lamotte, O., & Mayrhofer, U. (2017). Reputation, e-reputation, and value creation of mergers and acquisitions. Studies of Management & Organization, 47(1), 4–22.
Cooper, D. R., & Schindler, P. S. (2014). Business research methods (12th ed.). McGraw-Hill.
Cronbach, L. J. (1951). Coefficient alpha and the internal structure of tests. Psychometrika, 16(3), 297–334.
Dağ, K., & Durmaz, Y. (2020). Marka özgünlüğünün marka imajı ve marka tercihindeki ilişkisinde marka güveninin aracılık rolü. OPUS Uluslararası Toplum Araştırmaları Dergisi, 16(32), 4840–4874. https://doi.org/10.26466/opus.741062
Daud, I., & Fitrianto, M. E. (2015). Peran celebrity endorser dalam membentuk. Jurnal Manajemen dan Bisnis Sriwijaya, 13(3), 359–376.
Dihni, V. A. (2022). Restoran cepat saji paling populer di Indonesia pada 2022. Databoks. https://databoks.katadata.co.id
Ebrahim, R., Ghoneim, A., Irani, Z., & Fan, Y. (2016). A brand preference and repurchase intention model: The role of consumer experience. Journal of Marketing Management, 32(13–14), 1230–1259. https://doi.org/10.1080/0267257X.2016.1150322
Ertemel, A. V., & Civelek, M. E. (2020). The role of brand equity and perceived value for stimulating purchase intention in B2C e-commerce websites. Business and Economics Research Journal, 10(1), 233–243. https://doi.org/10.20409/berj.2019.165
Falah, M. D. I., Indrawan, M. R. A., & Bhirowo, B. H. (2022). Pengaruh brand trust dan perceived value terhadap purchase intention melalui brand preference. Value: Jurnal Manajemen dan Akuntansi, 17(1), 1–12. https://doi.org/10.32534/jv.v17i1.2503
Ferdinand, A. (2005). Structural equation modeling dalam penelitian manajemen. BP Undip.
Field, A. (2018). Discovering statistics using IBM SPSS statistics (5th ed.). Sage.
Ghasemi, A., & Zahediasl, S. (2012). Normality tests for statistical analysis: A guide for non-statisticians. International Journal of Endocrinology and Metabolism, 10(2), 486–489.
Ghozali, I. (2018). Aplikasi analisis multivariate dengan program IBM SPSS 23. Badan Penerbit UNDIP.
Jauwena, C. (2023). Pengaruh perceived quality dan value terhadap repurchase intention melalui satisfaction Rosita Cookies. Performa, 8(6), 700–717. https://doi.org/10.37715/jp.v8i6.3742
Kurniawan, H. H. (2017). Pengaruh perceived quality terhadap brand loyalty melalui mediasi brand image dan brand trust. Jurnal Bisnis dan Manajemen, 4(2), 84–107. https://doi.org/10.26905/jbm.v4i2.1703
Ling, S., Zheng, C., & Cho, D. (2023). How brand knowledge affects purchase intentions in fresh food e-commerce platforms: The serial mediation effect of perceived value and brand trust. Behavioral Sciences, 13(8), 672.
Magali, S. S., & Evangelista, L. (2024). Pengaruh perceived value terhadap repurchase intention melalui e-WOM online shopping Tokopedia di Kota Bandung. J-MAS (Jurnal Manajemen dan Sains), 9(1), 396. https://doi.org/10.33087/jmas.v9i1.1649
Mohanraj, M. P., & Ananth, S. (2016). Brand preferences of newspapers: Factor analysis approach. Research Journal of Economics & Business Studies, 5(11), 17–26.
Nadia, N., Anisah, T. N., & Andari, E. (2023). The role of brand preference as moderation in the relationship between social media influencer, brand trust, and purchase intention. International Journal of Economics, 2(1), 102–110. https://doi.org/10.55299/ijec.v2i1.413
Nahwi Padang, A., & Hasanah, U. (2024). Pemboikotan produk pendukung Israel berdasarkan Fatwa MUI Nomor 83 Tahun 2023 ditinjau dari maslahah. As-Syar’i: Jurnal Bimbingan & Konseling Keluarga, 6(2), 1866–1875. https://doi.org/10.47467/as.v6i2.6742
Downloads
Published
How to Cite
Issue
Section
License
Copyright (c) 2026 Lailatul Diniyah
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
